Is Your Business Invisible? : How to Stand Out Among Competitors

It's not a secret that 20% businesses fail within the first year on average. That number grows to 50% inside the five year mark.

What may not be as known is why many of them fail. Even a great business model can crumble if certain factors aren't given their due attention.

One of those crucial factors is the First Impression.

70% of first time customers visited based on curb appeal alone.

I'm going to repeat that staggering fact:

70% of first time customers visited based on curb appeal.

Wow.

You worked hard for your business. You took risks, put money, sweat and your reputation on the line for the success of this enterprise. You've clocked in long hours and have been hoping and praying to see the fruits of your labor.

Why settle for being the 'middle of the pack' among your competition? Or worse yet, failing?

If your business is hiding in plain site among a series of competitors also fighting for your client base, here are a few ways to start bringing in that 70% who judge a book by its cover and how to keep them coming back:

1. Clean Up!

This is a two fold piece of advice.

The first part is literal. If it is not part of your budget right now to physically clean the exterior of your business, sit down with your financial team and figure out how to carve it out. Even if you have to do it yourself. In multiple studies half of the people polled stated that they did not walk into a business because it looked 'dirty'. That's reason enough to break out the power washer and soap.

The second part of this advice is to clean up the image of your exterior. There are legal requirements for certain signs and notices depending on where your business is. But too many posters, advertisements, signs and specials will only confuse customers into passing you by. A confused customer is a nonexistant customer. Make it clear what your business is, whether or not you are operating at the moment and how to get in. Beyond that, take all the excess signs and posters and remove them from the front of your location.

2. Signage

Your business signage should be clear, bright and easy to recognize. Look at the colors and patterns of your neighbors. Does yours stand out? If not, find out how to make a change that still abides by any city ordinance for signage.

If you have your business hours posted physically, they should match what is online. Many customers who see a discrepancy between what you show online and what the storefront says will decide on going somewhere else with their business. No one wants to spend money to be frustrated and confused.

3. Landscaping

Take a walk around any major business center and successful store.

Notice anything?

The front area is usually aesthetically beautiful and promotes people walking around the area. Even in the city, many businesses practically make miniature parks around their exterior to attract people. It's a natural instinct we have as human beings.

Most people prefer to be around grass, trees and flowers to stale, concrete environments and metal environments.

The average business budget for landscaping is around $8,000 annually. Even if you don't have that budget carved out yet, give the landscaping around your building some serious thought and see what is allowed for your area. A bright and inviting business will have trees, grass, bushes and flowers skillfully placed to emphasize the building and attract those who want a little bit more than bland colors in their life.

4. Lighting

More than half of businesses operate at least partially during dark hours. Having proper and strategic lighting can help your business explode in popularity for several reasons.

A well lit building promotes high visibility and safety, especially in the city. Slips and fall, security problems and accidents are less likely in a well lit space.

A quality lighting system makes you stand out among your neighbors and competitors. It brings an energy and excitement to your brand that makes a powerful first impression on those driving and walking by your location after sundown.

They're in the door... Now what?

Setting the Right Mood

The kids call it the 'vibe' nowadays. But whether it is called mood, vibe or atmosphere, people determine the places they return to by how that location made them feel.

The right kind of quality lighting can make potential customers feel welcome and attentive to your products and services and more likely to buy rather than tuning out or feeling stressed out. Audio systems should deliver a clear and consistent sound throughout the space so that you rely on the quality of the sound rather than the volume.

Restaurants that should keep warm, intimate lighting that allows people to feel a sense of privacy at their own tables to enjoy a meal. The music should be low yet clear so that the appropriate mood can be set but conversations can still take place at each table without shouting. Speakers should be hidden and placed throughout the space for this effect. This will keep customers comfortable and relaxed which will have customers spending more time and money inside rather than grabbing a quick meal and leaving.

Screens should be strategically placed closer to bar areas where colored lighting is also a plus to emphasize the display racks. The colored lighting paired with any screens above the bar have been shown to keep patrons longer.

Areas that have waiting rooms such as doctor, dentist and legal offices, should have slightly brighter but warm lighting designed to reduce stress and audio systems that maintain a clear yet low volume. Lighting that is too bright can heighten stress while lighting that is too dim can create shadows feeling a sense of anxiousness in customers.

Store lighting should be brighter yet warm, allowing the natural colors of products and adverstiments to pop. Spot lighting should be on your most high value products, making them stand out to your customers from the second they walk in. Walk into any Apple, jewelry or high end clothing store and you'll see this consistent trend.

Office lighting should have a brighter yet non flicker ambient lighting system with consistent task lighting that keeps employees feeling energized throughout the day without a two o' clock lull.

(Never use fluorescent lighting!)

Conference rooms should have hidden, clear sounding audio systems for efficient presentations and web conferences.

The first impressions matter.

Failing to brighten and enhance your exterior and failure to wow your customers when they walk in can disappoint what few customers come in and dry up your business, leaving you desperate for any walk in you can find. A business that can't bring in new people and keep them there won't be around for long.

We can't tidy up your storefront or refresh your signage - but we can elevate your lighting and audio to create a welcoming, memorable experience that keeps customers coming back.

Contact us today to schedule your free consultation so you can get your business where it needs to be.

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